Where did we go right

This study attempts to explain the adoption intention of the Unified Payments Interface (UPI) users based on the diffusion of innovation (DoI) theory. DoI, developed by American researcher Everett Rogers in 1962, aims to study the adoption patterns of innovations or technology, describing the essential dynamics to predict the rate of adoption, whether and how innovation will be successful in the social system. Here are some of the significant contributions of the study:

Assess the driving factors in the adoption of UPI in India.

Exploring the intention to use and recommendation of existing UPI users based on their satisfaction.


To evaluate the influencing factors of use and recommendation of UPI in India based on the DoI theory.

There was a research gap in the adoption and recommendation of UPI, and we attempted to fill the gap by considering DoI theory as the base. The results of the study are compared with the findings of the earlier studies on the payment industry and confirm the applicability of DoI. This study provides insight to stakeholders for influencing UPI adoption and recommendation.

The components of DoI theory are relative advantage, compatibility, complexity, observability and trialability, in our conceptual model to understand the aspect of UPI adoption in India.

From 'Exploring the Determinants of Adoption of Unified Payments Interface (UPI) in India: A Study Based on Diffusion of Innovation Theory', Digital Business